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The Communication Strategy Handbook

A Toolkit for Creating a Winning Strategy

Betteke vanRuler and Frank Körver

Strategic development is one of the most daunting challenges that faces any professional, no matter the field. After all, stakes are high. Developing effective strategies can put you on the path to becoming a trusted advisor and a valued employee. The communication strategy framework introduced in this handbook has been designed to help professionals make targeted choices toward strategic communication. Taking an iterative approach and continually reflecting on whether your choices remain congruent enables you to continually adapt to changing circumstances while staying in command. Linear planning models are ineffective. Quick strategy development can revolutionize the communication function and strengthen the relationship amongst members of a professional team. Linking communication and business strategy is the number one challenge for today’s communication practitioners.

Many CEOs still view the communication department as no more than as a tactical entity providing outreach but little else. It is time to fundamentally rethink how strategic communication is developed and start using modern tools to do this. The communication strategy framework facilitates the communication professional to forcefully and efficiently make the right choices. It compels individuals to think about how communication can contribute to achieving the organization or client’s goals. As a result, it provides a clear picture of your communication strategy in one page by putting superfluous details aside and concentrating on the essentials. The communication strategy framework has proven to be an instant eye-opener for clients and other stakeholders. A best-seller amongst professionals in the Netherlands, it is available for the first time in English. This step-by-step guide to creating strategic communication will help communicators of all types- from professionals and clients to students and teachers!

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-way symmetrical model of PR; see symmetrical PR U United Press International, 8 V van Ruler, Betteke, 3, 141, 185 video news releases, 10, 76–77 Vodafone, 105–109, 111, 114 W Ward, Ian, 30, 31 watchdog journalism, 24, 27–30, 178, 198, 218 watchdog role of media; see watchdog journalism White, Candace, 39, 129, 155, 171, 223 WikiLeaks, 54–55 Witschge, Tamara, 50, 176 X Xifra, Jordi, 71, 220, 222 Y yellow journalism, 40 Z Zawawi, Clara, 3, 63, 123, 124, 131 Zerfass, Ansgar, 3, 204, 229

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two­way asymmetrical model of PR; see asymmetrical PR two­way communication, 219; see also symmetrical PR two­way street, 6, 7 two­way symmetrical model of PR; see symmetrical PR U United Press International, 8 V van Ruler, Betteke, 3, 141, 185 video news releases, 10, 76–77 Vodafone, 105–109, 111, 114 W Ward, Ian, 30, 31 watchdog journalism, 24, 27–30, 178, 198, 218 watchdog role of media; see watchdog journalism White, Candace, 39, 129, 155, 171, 223 WikiLeaks, 54–55 Witschge, Tamara, 50, 176 X Xifra, Jordi, 71, 220, 222 Y yellow journalism, 40 Z Zawawi

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academic with a PhD in Croatia, introducing undergraduate and gradu- ate courses in the area of public relations. She co-edited “Public Rela- tions Metrics; Research and Evaluation” with Betteke van Ruler and Dejan Verčič. Fabienne van Acquoy recently finished her Master in Corporate Communication at the University of Amsterdam. She has an interest in social media and branding. She is currently working as a social media manager for a beverage brand. Notes on Contributors 333 Veerle Van Assche is doctor in the political en social sciences. From 1994 until 2003, she was

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[To Accompany H.R. 3815]. 95th Cong., 1st sess. Report 95–640. Washington: GPO, 1977. Print. ← 212 | 213 → United States. Senate. Foreign Corrupt Practices and Domestic and Foreign Investment Improved Disclosure Acts of 1977: Report of the Committee on Banking, Housing, and Urban Affairs, United States Senate, to Accompany S. 305, Together With Additional Views. 95th Cong., 1st sess. Report 95–114. Washington: GPO, 1977. Web. http://www.justice.gov/criminal/fraud/fcpa/history/1977/senaterpt-95-114.pdf Van Ruler, Betteke, Ana Tkalac Vercici, and Dejan Vercic

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possibilities of Turkey”. International Association of Social Science Research. ISSN: 2147–6284. Special Issue: International Relations. Özkan, A. (2015). “Stratejik İ leti ş im Yönetimi ve Türkiye”. http://www.siyasaliletisim.org/ariv/yorum/384-stratejik-letiim-yoenetimi-ve-tuerkiye.html (Accessed: 29.04.2015). Signitzer, B. (2008). “Public Relations and Public Diplomacy, Some Conceptual Explorations”. Ansgar Zerfass, Betteke van Ruler, Krishnamurthy Sriramesh, (Eds.), Public Relations Research-European and Internationals Perspectives and Innovations, VS Verlag für

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. Frankfurt a. M.: Suhrkamp, 277–278. Hajer, Maarten (2008): Diskursanalyse in der Praxis: Koalitionen, Praktiken und Bedeutung. In: Janning, Frank / Toens, Klaus (Hrsg.): Die Zukunft der Policy-Forschung. Wiesbaden: VS Verlag, 211–222. Hajer, Maarten (2009): Authoritative Governance: Policy-Making in the Age of Mediatization. Oxford: Oxford University Press. Hallahan, Kirk / Holtzhausen, Derina / van Ruler, Betteke / Vercic, Dejan / Krishnamurthy, Sriramesh (2007): Defining Strategic Communication. In: International Journal of Strategic Communication 1/1, 3–35. Holtzhausen

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. “Reputation Management: The New Face of Corporate Public Relations?” Public Relations Review 27 (2001): 247–61. Ihlen, Oyvind, Betteke van Ruler, and Magnus Frederiksson, eds. Public Relations and Social Theory: Key Figures and Concepts. New York: Routledge, 2009. Jarvis, Jeff. What Would Google Do? New York: Collins Business, 2009. Jeffries-Fox, Bruce. “Advertising Value Equivalency.” www.instituteforpr.com. Keller, Ed, and Jon Berry. The Influentials. New York: Free Press, 2003. Kelly, Alan. The Elements of Influence:The New Essential System of Managing Competition

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Erwartungshaltungen am Beispiel von CSR. Eine kommunikationswissenschaftliche Skizze.” In Ebenen der Kommunikation. Mikro-Meso-Makro-Links in der Kommunikationswissenschaft , edited by Thorsten Quandt and Bertram Scheufele, 195–216. Wiesbaden: Springer VS. Zerfass, Ansgar. 2008. “Corporate Communication Revisited: Integrating Business Strategy and Strategic Communication.” In Public Relations Research. European and International Perspectives and Innovations , edited by Ansgar Zerfass, Betteke van Ruler, and Krishnamurthy Sriramesh, 111–23. Wiesbaden: VS. Zhang, Juyan, and Don

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of Breckenridge, A� Carol and van der Veer (1993) which are based on the fact that “nationalism is the avatar of Orientalism” are worth paying attention� “… nation formation (nationalization) processes as forms of Westernization also offer a suitable ground for self-orientalism� Every Oriental society in the process Types of Representation of Kurds in Media 419 of nation formation ignores the differences within the society and tries to melt in itself� The Westernized ones that complete their national development evaluate less developed communities in an